Influence of Ethnic Minority Performing Arts Activities on Tourism Consumption Behavior Based on the Moderating Role of Cultural Identity

ABSTRACT This research investigates the complex causal mechanisms through which ethnic minority performing arts catalyze tourism consumption, specifically examining the moderating influence of cultural identity (CI) on the nexus between service attributes and behavioral outcomes. Utilizing an empirical dataset ( N = 353) garnered from a field survey in the Guangxi Zhuang Autonomous Region, China, the study operationalizes a structural model to validate the proposed hypotheses. The results indicate that core service quality, supplementary infrastructure, and nuanced cultural perceptions are significant positive predictors of both tourism decision‐making (TDM) and actual purchasing behavior (APB), with cultural identity functioning as a robust moderating catalyst across these relationships. This study introduces cultural identity into the theoretical constructs of the linkage between ethnic minority performing arts activities and tourism consumption behavior, constructs a three‐dimensional impact path, and verifies its moderating effect. It also provides strategic references for product development, operation, and precise marketing in ethnic minority tourism.